Analyzing buying behavior of plus-size clothing consumers in e-commerce

Abstract

During the recent years, obesity is increased in societies due to the reasons such as increasing stressful life, working long hours at desks and unhealthy nutrition. Therefore, number of plus-size clothing consumers is rapidly increased due to the increasing obesity. The enterprises, which want to attract plus-size consumers' attention, increase and enrich their plus-size clothing collections. Besides, the enterprises also take advantage of e-commerce, which has an increasing popularity, by selling their plus-size clothing collections via their own websites and/or e-commerce websites. This study aims to analyze the buying behavior of plus-size clothing consumers in e-commerce. In accordance with the aim of the research, a survey is conducted to plus-size consumers who buy clothing products via internet. Obtained research results are analyzed and suggestions are made.